At times it seems that our online personas are destined to become nothing more than a graveyard, a landfill for multiple competing identities in an endless game that simply cannot be won. In that sense, the right question is not even how to win the game of personal branding, it is in the larger philosophical question of how we can assume heaviness and lightness in our own identities. Enough of using shallow techniques to generate audience reaction, The Laughter of Strangers seems to suggest. Let us instead consider what framework we adopt to determine what has repercussions in life, and what doesn’t.